Global Brand Director
Custodio likes a good story… and has been telling them in beauty industry circles for nearly 30 years. Having worked for Chanel, Elizabeth Arden and La Prairie, as well as Swissline for the last 10 years, he knows the industry inside out. Building on his management experience in the fields of marketing and education, he has presented his fair share of product-related stories to the press, trainers and distributors in Europe, the Middle East & Asia. With an insightful vision when it comes to developing skincare products, and a passion both for the ingredients and the biology of the skin, Custodio can most definitely "talk the talk"!
"While collaborating with Swissline, I achieved my dream of playing creative director - bringing product ideas to life with the support of our chemists, explains Custodio. In some way, I like to think that I went from being a story teller in my previous jobs, to a… science teller.
Joining a team of scientists - while not being one yourself - gives you an edge in terms of creativity because you don’t have to always keep both feet on the lab's floor… the chemists will do that for you! In Switzerland, probably more than anywhere else on the planet, products are formulated with strict respect for the skin we were born in."
In the early 90’s, while completing his Philosophy studies at Catholic University of Portugal in Lisbon, Custodio took a sincere interest in fragrance, particularly in the evocative language associated with scents – the words used to describe a fragrance. Over the years, this became the theme for countless workshops and self-development courses that Custodio undertook at various addresses throughout France, including those in the early 90’s at Osmotheque in Versailles or Cinquième Sens in Paris.
Looking for the perfect words to convey a product’s essence, can be a wonderful obsession, something Custodio devotes himself to with abandon. For the past two decades, however, the world of fragrance became a personal diversion, whereas skincare became his professional focus.
He elaborates on the “science-teller” path:
"When I joined Swissline in 2007, we were focused on a new formulation genre addressing the needs of those having either undergone aesthetic procedures or planning to do so.
This new genre needed to embody a positive message about aging, and peel away antiquated terminology such as anti-wrinkle, anti-sagging, anti-this and anti-that, and provide a more contemporary style revolving around “youth-inducing”! Because skin has an endless power of self-recovery and healing, it was imperative for us to work with the skin, and not against it - not “anti”. When we support the skin's own recovery potential, skin will ingeniously defy aging."
The collection was later named Cell Shock Age Intelligence™, as it provides a directive on how to outsmart the signs of skin aging. But even more, it implies these formulas benefit from the input of various doctors and aesthetic surgeons in Switzerland who provide INTELLIGENCE, in other words, “insider information,” that gives these formulas a boost.
"When you apply Age Intelligence™ products for the first time you’ll immediately sense a difference, explains Custodio. Somehow the skin recognises the formulas, first and foremost, as something friendly. It always brings a smile to my face knowing this is the result of the intelligence we gathered from our “secret service.” With so much of the same-old, same-old, boring skincare out there, it is wonderful to see we can stand out from the crowd. Because of its personality, Age Intelligence will most likely always be my favourite child."
Father of two, a vegan, and passionate about cinema as well as birdwatching, Custodio lives in Zurich with his four parrots and a library devoted to his colourful, winged friends… some books dating back as far as 1830!
Custodio explains his fascination with parrots:
"The history of the relationship between men and parrots is that of the clash between two intelligent species, in which the feathered flock lost, immensely. Parrots are today the most endangered family of birds in the wild, with many species facing the threat of extinction, partly due to the illegal pet trade."
An active member of the World Parrot Trust, Custodio invites you to visit www.parrots.org and learn more.